How can businesses ensure that they are effectively incorporating feedback from both customers and employees into their ongoing process improvements to better align with changing customer needs?

Businesses can ensure they are effectively incorporating feedback from customers and employees by regularly collecting feedback through surveys, interviews, and suggestion boxes. They should analyze this feedback to identify common themes and areas for improvement. Implementing a system for tracking and prioritizing feedback, and involving both customers and employees in the decision-making process can help align process improvements with changing customer needs. Additionally, businesses can create a culture of continuous improvement by providing training and resources to employees on how to gather and implement feedback effectively.